# Amazon Advertising Benchmarks – What Is a Good ACOS, CTR, and CVR?

> Amazon advertising benchmarks: what is a good ACOS, CTR, and CVR in 2026. Category-by-category ACOS benchmarks, CTR targets, conversion rate averages, and how 4.2 ratings impact sales.

Amazon Advertising • Benchmarks

* * *

# Amazon Advertising Benchmarks – What Is a Good ACOS, CTR, and CVR?

\====================================================================

Published by [VEONIB](https://veonib.com) • Updated July 4, 2026 • 12 minute read

**Quick answer:** **How much should ACOS be?** A good ACOS on Amazon is typically **15-25%**, depending on your category. The average CTR for Sponsored Products is 0.4-0.7% — a 4% CTR is excellent. A good conversion rate is 10-15%, and listings with product video see 15-25% higher CVR. A 4.2-star rating is above average and drives solid conversion. This guide breaks down every benchmark by category and shows you how to improve each metric. [VEONIB](https://veonib.com) can help boost your conversion rate with professional product videos generated from any URL in under 60 seconds.

In this article

[\[What is a good ACOS on Amazon?\]](#good-acos) [\[ACOS benchmarks by category\]](#acos-benchmarks) [\[What is a good CTR on Amazon?\]](#good-ctr) [\[What is a good CVR on Amazon?\]](#good-cvr) [\[Is 4.2 a good rating on Amazon?\]](#rating) [\[Benchmarks by campaign type\]](#campaign-types) [\[How video impacts your metrics\]](#video-impact) [\[Setting realistic targets\]](#targets) [\[FAQ\]](#faq)

## 1\. What Is a Good ACOS on Amazon?

The short answer: a good ACOS is **any percentage below your profit margin**. If your product has a 30% profit margin, any ACOS below 30% is profitable — but the lower, the better.

The average ACOS across all Amazon categories is approximately **22-30%**. However, "good" varies dramatically depending on your specific situation:

-   **Established brand with optimized listings:** 15-20% is excellent
-   **New product launch:** 30-50% is normal and necessary
-   **High-margin categories (beauty, supplements):** 25-40% can be acceptable
-   **Low-margin categories (electronics, groceries):** 10-15% is the maximum tolerable

For a complete explanation of how ACOS works, read [What Is ACOS on Amazon?](https://veonib.com/s/guides/what-is-acos-on-amazon-advertising-guide)

## 2\. ACOS Benchmarks by Product Category

Category

Average ACOS

Good ACOS

Typical Margin

Electronics

15-25%

10-18%

10-25%

Clothing & Apparel

25-40%

20-30%

30-50%

Home & Kitchen

18-30%

15-22%

25-40%

Beauty & Personal Care

30-45%

25-35%

40-60%

Toys & Games

20-35%

15-25%

25-45%

Pet Supplies

22-35%

18-25%

25-40%

Sports & Outdoors

18-30%

15-22%

25-45%

Tools & Home Improvement

12-22%

10-18%

15-30%

Books

8-15%

5-10%

10-20%

These are general guidelines. Your actual ACOS will depend on competition level, seasonality, and your listing quality. For a deeper dive into reducing ACOS in your specific category, see [How to Reduce ACOS on Amazon Ads](https://veonib.com/s/guides/how-to-reduce-acos-amazon-ads).

## 3\. What Is a Good CTR on Amazon?

**CTR** (Click-Through Rate) measures the percentage of shoppers who see your ad and click on it. The formula: CTR = (Clicks ÷ Impressions) × 100.

CTR Range

Rating

0.1-0.3%

Below average — needs improvement

0.4-0.7%

Average for Sponsored Products

0.7-1.5%

Good — above average

1.5-3%

Very good

3-5%

Excellent — outstanding performance

5%+

Exceptional — rare and usually seasonal

**Is a 4% CTR good?** Yes — a 4% CTR is excellent. The average Amazon Sponsored Products CTR is 0.4-0.7%, so a 4% CTR means your ad is performing 5-10x better than average. This typically indicates a strong main image, compelling price, tight keyword targeting, and high relevance between the keyword and the product.

If your CTR is low, focus on: improving your main image (the most important factor), ensuring your title matches search intent, and checking that your pricing is competitive. Adding video can also help since video thumbnails stand out in search results.

## 4\. What Is a Good CVR on Amazon?

**CVR** (Conversion Rate) measures the percentage of shoppers who purchase after clicking your listing. The formula: CVR = (Total Orders ÷ Total Clicks) × 100.

CVR Range

Rating

5-8%

Below average — needs significant listing improvement

8-10%

Average — room for improvement

10-15%

Good — typical for optimized listings

15-20%

Very good — excellent listing quality

20%+

Excellent — premium conversion performance

The average Amazon conversion rate across all categories is **10-15%**. This is high compared to traditional ecommerce (2-3%) because Amazon shoppers arrive with higher purchase intent.

**How to improve your CVR:**

-   Improve your main image — this is the first thing shoppers see
-   Add A+ Content for brand-registered sellers
-   Add **product video** — listings with video see 15-25% higher conversion rates
-   Collect more reviews — products with 15+ reviews and 4.0+ stars convert much better
-   Ensure competitive pricing

## 5\. Is 4.2 a Good Rating on Amazon?

**Yes, 4.2 stars is a good rating on Amazon.** The average product rating on Amazon is approximately 4.0-4.2. A 4.2-star rating places you in the upper half of all products and is typically sufficient for strong conversion.

However, there are nuances:

-   **4.0-4.2:** Solid range — converts well, no red flags
-   **4.3-4.7:** The sweet spot — conversion rates jump significantly
-   **4.8-5.0:** Can trigger skepticism — shoppers may question authenticity
-   **Below 3.5:** Significant conversion penalty — prioritize getting reviews

Star ratings directly impact your ad conversion rate and therefore your ACOS. A product with 4.5 stars will convert at a higher rate than the same product at 4.0 stars, meaning your ad spend generates more sales per dollar. Improving your rating from 4.0 to 4.5 can effectively lower your ACOS by 10-15% through improved conversion alone.

## 6\. Benchmarks by Campaign Type

Campaign Type

Typical ACOS

Typical CTR

Best For

Sponsored Products

15-30%

0.4-0.7%

Direct product promotion, keyword targeting

Sponsored Brands

20-40%

0.3-0.6%

Brand awareness, product line promotion

Sponsored Display

25-45%

0.2-0.5%

Retargeting, competitor ASIN targeting

DSP (Demand-Side Platform)

30-50%

0.1-0.4%

Upper-funnel awareness, retargeting off Amazon

Sponsored Products typically deliver the lowest ACOS and highest CTR because they target shoppers with direct purchase intent. As you move up the funnel (Brands, Display, DSP), ACOS tends to increase — but those campaigns play a different role in driving overall sales and brand awareness.

## 7\. How Product Video Impacts Your Advertising Metrics

Adding product video to your Amazon listing improves all three key advertising metrics:

-   **CVR (Conversion Rate):** +15-25% — Video helps shoppers understand the product better, leading to more confident purchases.
-   **ACOS:** Improves directly — higher conversion from the same ad spend = lower ACOS.
-   **CTR:** Indirect improvement — video thumbnails can make your listing stand out in search results.

Despite this proven impact, most Amazon sellers still do not have video on their listings. This represents a significant competitive advantage for those who adopt it. [VEONIB](https://veonib.com) makes it easy — paste any product URL, choose from 6 video styles (lifestyle, studio, luxury, UGC, brand, minimal), and download a professional video in under 60 seconds.

**Simple way to think about it:** Benchmarks tell you where you stand. Video tells the market you are serious. The combination is powerful.

## 8\. Setting Realistic ACOS, CTR, and CVR Targets

Instead of chasing generic benchmarks, calculate your personal targets based on your business:

1.  **Know your profit margin.** Your break-even ACOS = your product profit margin. If you make 30% per sale, your maximum ACOS is 30%.
2.  **Set your target ACOS at 50-70% of your max.** If max ACOS is 30%, target 15-20%. This gives you room for profit.
3.  **Optimize CTR through creative.** Focus on main image quality. A/B test different images.
4.  **Optimize CVR through content.** Add A+ Content, better images, and product video. Each improvement lifts conversion.

For individual category benchmarks and where your numbers should be, reference the tables in sections 2 and 6 of this guide.

### Improve your CVR and lower your ACOS with VEONIB

Product video is one of the fastest ways to improve your advertising metrics. VEONIB generates professional Amazon product videos from any URL in under 60 seconds. Choose from 6 video styles and export ready to upload.

[Generate your product video](https://veonib.com)

Need to reduce your ACOS further? Read [How to Reduce ACOS on Amazon Ads – 15 Proven Strategies](https://veonib.com/s/guides/how-to-reduce-acos-amazon-ads).

## 9\. Frequently Asked Questions

**What is a good ACOS on Amazon?**

A good ACOS is below your profit margin. Across categories, 15-25% is typical for established products. Electronics can aim for 10-18%, beauty 25-35%. New launches may run 30-50% temporarily.

**Is a 4% CTR good?**

Yes — 4% CTR is excellent. The average Amazon Sponsored Products CTR is 0.4-0.7%. A 4% CTR means your ad is performing 5-10x better than average and indicates strong image, pricing, and targeting alignment.

**What is a good CVR on Amazon?**

A good conversion rate is 10-15%. The Amazon average is 10-15%. Products with strong images, A+ Content, and video can reach 15-20% or higher.

**Is 4.2 a good rating on Amazon?**

Yes, 4.2 stars is good and above average. The sweet spot for conversion is 4.3-4.7. Below 3.5 stars, conversion drops significantly.

**How can product video improve my benchmarks?**

Product video boosts conversion rates by 15-25%, which directly improves ACOS and overall campaign efficiency. [VEONIB](https://veonib.com) generates videos from any product URL in under 60 seconds.

**How do I know if my ACOS is good enough?**

Compare your ACOS to your profit margin. If ACOS is below your margin, you are profitable. If it is above, take action: add negative keywords, optimize your listing, and add product video to boost conversion.

* * *

This article references:  [\[VEONIB\]](https://veonib.com)  [\[Amazon PPC Guide\]](https://advertising.amazon.com/library/guides/ppc-101)  [\[VEONIB: ACOS Guide\]](https://veonib.com/s/guides/what-is-acos-on-amazon-advertising-guide)  [\[VEONIB: Reduce ACOS\]](https://veonib.com/s/guides/how-to-reduce-acos-amazon-ads)  [\[Semrush: Amazon CTR Benchmarks\]](https://www.semrush.com/blog/amazon-ctr-benchmarks/)